Target has revealed a new fashion line for plus-size customers – and has enlisted some of the company's fiercest critics to launch it.
The Minneapolis-based retail giant announced the launch of its first private-label clothing line in seven years, AVA & VIV, which is designed specifically for plus-size women and will be available both in stores and online.
Clothes will cost between $10 and $79.99 and be in sizes from 14W to 26W and X to 4X, according to Cosmopolitan. The new line will be in stores in mid-February and new designs will be released every month.
The new line will feature almost 90 pieces ranging from tops and pants, to swimwear and dresses, the Star Tribune reports.
Criticism of Target's plus-size options
The chain has been under fire for months over its plus-size options.
The most recent came when it was revealed plus sizes for its upcoming Lilly Pulitzer collection will only be available online.
To launch AVA & VIV, Target invited top plus-size fashion bloggers Chastity Garner, Nicolette Mason and Gabi Gregg to preview the line. The three have been among the leading voices in calling for retailers to offer more size choices.
Target has denied that the move was taken in response to the criticism it had received, telling Styleite that good business sense was behind the decision.
No more boycott?
Funny enough, one of the bloggers actually boycotted the bullseye last year.
The California-based Garner, who has more than 68,000 followers on Instagram, hit the headlines last August when she announced a boycott of Target after learning a new designer partnership it had announced would not cater to plus sizes, the Star Tribune reports.
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But the boycott appears to be over, with Garner describing it as a "big step in the right direction" on her website.